Linear TV gets a bigger share of viewing time the more content someone consumes.

Those findings are based on Numeris VAM data collected in the spring, measuring full-week viewing among audiences in Ontario and Francophone Quebec, focusing specifically on the key 18 to 34 demographic. Numeris also categorized viewers into five groups, each equally portioned by population, based on the amount of viewing they have in a week, from “very light” to “very heavy.”

In Quebec, most video content is viewed on linear TV, representing 55.1% of overall viewing time, with 19.3% of time spent on connected TV, 13.3% on mobile video and 6.4% on video viewed on a desktop computer. Among the heaviest video viewers, 58.7% of viewing time is spent on linear TV, with 13.7% on connected TV, 14.9% going on mobile and 6% on desktop. For the lightest viewers, 47.5% of viewing time is on linear TV, with 19% on connected TV, 12.9% on mobile and 15% on desktop.

While the share of viewing time that goes to linear and connected TV is lower in Ontario, the trend between light and heavy viewers remains the same, though mobile has a much more significant place in their habits.

Overall, 18- to 34-year-olds in the province devote 41.8% of viewing time to linear TV and 16.6% to connected TV, with 26.3% on mobile and 11.6% on desktop. For very heavy viewers, 45.2% of time is spent with linear TV and 11.9% on connected TV, with 26.1% on mobile and 14.1% on desktop. Among very light viewers, 36.7% of viewing time is on linear TV, while 19.2% is on connected TV and 39% is on mobile.

Ontarians typically watch more video overall than their Quebecer counterparts. In Ontario, the average viewer watches 23.9 hours per week, compared to 20.8 hours in Quebec. “Very heavy” viewers in Ontario watch 57 hours of video content a week, compared to 46.9 in Quebec. However, “very light” viewers in Ontario watch fewer hours a week (2.3) than in Quebec (3.2).